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Course Description Course Name : Media Planning Course Code : AS 409 Course Type : Optional Level of Course : First Cycle Year of Study : 4 Course Semester : Fall (16 Weeks) ECTS : 3 Name of Lecturer(s) : Res.Asst.Dr. MURAT ERTANDOĞAN Learning Outcomes of the Course : Defines the basic mathematical concepts involved in media planning Distinguishes the strengths and weaknesses of various media in media planning Develops strategies through the objectives in media planning Constitutes strategies for the target audience and develop plans within the budget for optimum effectiveness Uses data sets to achieve goals Mode of Delivery : Face-to-Face Prerequisites and Co-Prerequisites : None Recommended Optional Programme Components : None Aim(s) of Course : This course is designed as a concepts/skills course; it will emphasize critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns. Course Contents : This course provides knowledge about the basic mathematical concepts involved in media buying/planning, including the calculation of audience ratings, media share, reach and frequency, and gross rating points.The strengths and weaknesses of various media as message carriers, including newspapers, magazines, television, radio, outdoor, telephone, and the Internet is discussed. The course also includes information about the basic elements of an strategic media plan, including the advertising and media relations objectives, strategies, and tactics. A media planning software is used for the design of contemporary strategic media plans during the course. Language of Instruction : Turkish Work Place : School of Communication classes, computer laboratuvary   Course Outline /Schedule (Weekly) Planned Learning Activities Week Subject Student's Preliminary Work Learning Activities and Teaching Methods 1 Changes in Demographics, Technologies, and Economics, reading lecture notes presentation 2 Integrated Marketing Communications and Connections Planning reading lecture notes presentation 3 Media and Estimates of Audience Size (HUT/PUT, Rating, Share, GRPs) reading lecture notes presentation 4 Media and Estimates of Audience Exposure (Reach, Frequency, CPM/CPP, and VPVH) reading lecture notes presentation 5 Media Strategy: Understanding Audiences & Connections Planning, Understanding the Competition reading lecture notes presentation and discussion 6 Sales Analysis and Geographic Strategies (BDI/CDI/MSI), Weighting and Scheduling Strategies reading lecture notes presentation and discussion 7 Intermedia Comparisons: Media Strengths and Weaknesses reading lecture notes presentation and discussion 8 Mid-term exam none written examination 9 Media Buying: Negotiating Network Upfront reading lecture notes presentation 10 Combining National and Spot Market Activity – Computer Session data entry to the program computer practice session 11 Media Planning: Objectives, Strategies, and Plan Development reading lecture notes presentation 12 Using Data to Establish Goals - Computer Session building a data set computer practice session 13 Using Paid and Unpaid Media in Strategic Planning , Setting and Allocating the Budget reading lecture notes presentation 14 Reviewing the concepts given in the course none discussion 15 visiting a relevant firm to examine the business 16/17 Final Exam none written examination   Required Course Resources Resource Type Resource Name Recommended Course Material(s)  -Media Planning, Arnold M. Barban, Steven M. Cristol, Epsilon Publishing  Medya Planlama, N. B. , İspir (editor), Anadolu Üniversitesi Açıköğretim Fakültesi Yayınları, Eskişehir, 2012 Required Course Material(s)   Assessment Methods and Assessment Criteria Semester/Year Assessments Number Contribution Percentage     Mid-term Exams (Written, Oral, etc.) 1 80     Homeworks/Projects/Others 2 20 Total 100 Rate of Semester/Year Assessments to Success 40   Final Assessments 100 Rate of Final Assessments to Success 60 Total 100   Contribution of the Course to Key Learning Outcomes # Key Learning Outcome Contribution* 1 Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. 2 2 Recognizes the national and global communication systems, the basic concepts, theories and principles. 3 3 Has the knowledge and skills to use and/or explain how communication works in every aspect in different cultures, from individual to group, mass, institutional communication within the major tools of communication. 0 4 Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work. 0 5 Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. 0 6 Develops a sense of responsibility towards the society, as individuals, develops projects for the benefit of the community, leadership and entrepreneurial skills of intellectual exhibitions. 1 7 Holds information related to the fields as a basis; Instrumental Social Communications (Radio, TV, Film, Advertising, Public Relations, Journalism) within a terminological frame (=teleological) (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.). 2 8 From an interdisciplinary perspective, acknowledged the concept of communication to synthesize information that Communication Studies has background from different areas like, Sociology, History, Psychology, Linguistics, Political Sciences, Anthropology and so on. 0 9 As a requirement of competence to communicate effectively, has the ability to express himself/herself up, facing the people with correct understanding in environments in which he/she is capable of empathy sets. 3 10 Has rational thinking skills, creative thinking in written, oral, visual and so on, as well as using the methods and strategies, for the purpose of communicating thoughts. 5 11 Has at least one foreign language in the European Language Portfolio (B) with the level of using the information in track and communicate with colleagues abroad. 0 12 While accessing all kinds of information, using and transmitting of all other thoughts on the process and in all other practices of the profession strives to comply with ethical requirements and endeavors. 3 13 Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy, 0 14 Identifies learning needs and future career plan and perform accordingly. 2 15 Has the knowledge of the legal framework related to the field. 0 16 Organizes and/or actively participates in the social, artistic and cultural activities, reports events. 3 17 Follows the local, national and international events with critical comments. 5 18 Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) 4 19 Is able to work in the group as well as having the competence of the individual work 4 20 Improves constantly himself/herself, as well as being open to professional developments in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning 0 * Contribution levels are between 0 (not) and 5 (maximum).   Student Workload - ECTS Works Number Time (Hour) Total Workload (Hour) Course Related Works     Class Time (Exam weeks are excluded) 14 3 42     Out of Class Study (Preliminary Work, Practice) 14 2 28 Assesment Related Works     Homeworks, Projects, Others 2 2 4     Mid-term Exams (Written, Oral, etc.) 1 1 1     Final Exam 1 1 1 Total Workload: 76 Total Workload / 25 (h): 3.04 ECTS Credit: 3